Email marketing is almost as old as email itself, and it’s still one of the most efficient, effective and affordable ways to stay connected with your customers. Email marketing boasts the strongest return on investment among all digital channels -- with an average ROI of $44.25 per every $1 spent. Sixty-eight percent of companies in a recent survey rated email marketing’s ROI as “excellent” or “good.” (You can find a variety of free email marketing ROI calculators online.)
For scarcely more than the cost of your time and an online email marketing product (some of which you can try for free), you can communicate consistently about your business with people who’ve signed up to keep in touch with you via email. You’ve got a captive audience and a reasonable expectation of success … so you need to make sure your emails stand out in those crowded inboxes.
3 email marketing best practices
The best practices that differentiate dreaded junk emails from viable communications are stark and well-natured -- and they form a line you want to avoid crossing. Here are a few tips to help you successfully balance marketing techniques and best practices.
- Get consent. Make sure people opt-in to receive your business emails, and make it easy for them to do so. Include a short sign-up/subscribe form on your website, with a clear explanation of what they’re opting in for. Go here for more email distro list best practices.
- Put yourself in your customers’ shoes. Do you enjoy it when a company sends you marketing emails every hour? Remember, these addresses you are sending to are real people who’ve placed their trust in you. Respect them in return. Think about the email marketing tactics that disillusion you, and vow not to subject your recipients to them.
- Stay relevant. Stay on topic, get to the point, and think twice about clickbaiting -- enticing viewers to click on a link without spelling out exactly what they’ll find. Clickbaiting is really popular and arguably effective at driving traffic, but many also consider it an annoying marketing gimmick. In fact, Facebook® recently announced it was cracking down on click-bait headlines. Maintain your subscribers’ confidence in the real value you offer by laying it on the table. That way, they won’t feel mislead if they click through to a waste of their time.